E-commerce: Europe surpasses the American market

The size of the European e-commerce market is now estimated at 246 billion euros (+19%), thus surpassing the 237 billion estimated for North America, according EMOTA (European E -commerce and Mail Order trade Association).

Online sales now account for 5.1% of the total value of European retail sales, with 240 million people shopping online. A figure that, despite the stronger increase in the Asian market, ensures Europe's first place in the world in online sales. Linguistic affinities also allow for cross-border development, with the Belgians shopping on French and Dutch web sites, while Austrians and Swiss are turning to German portals.

"It is very encouraging to see that Europe is able to outperform a large market like North America in terms of international e-commerce," said Walter Devenuto, president of EMOTA. "While retail sales online on average amount to 5.1% of European retail sales, some of the most advanced markets are still far from seeing such results, and as technology becomes more prevalent in small markets, we expect this figure - which will soon be backed by over 240 million e-buyers - to continue to grow."

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